Setting spray brands:Which are most popular?

Name: Setting spray brands: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In October 2026, Charlotte Tilbury was the most searched setting spray brand worldwide, accounting for 27.8% of all searches among the ten brands tracked by the Brandwave Brand Demand Index. When we checked with ChatGPT and Google AI Overviews, ONE/SIZE and Urban Decay showed up in every answer. Urban Decay was recommended most often, coming first in one out of four responses.

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Top setting spray brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, ONE/SIZE and Urban Decay appeared every time. Urban Decay was recommended most often, coming first in one out of four answers. Charlotte Tilbury was second, and ONE/SIZE was third. e.l.f. Cosmetics, which ranked fourth in searches, was not mentioned at all.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
ONE/SIZE	Named in 3 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	4 of 4
Urban Decay	Named in 3 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	4 of 4
Charlotte Tilbury	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
Milani	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
NYX Professional Makeup	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
e.l.f. Cosmetics	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
MAC	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Morphe	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Huda Beauty	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Laura Mercier	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

ONE/SIZE4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Urban Decay4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Charlotte Tilbury3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Milani3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
NYX Professional Makeup1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
e.l.f. Cosmetics0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
MAC0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Morphe0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Huda Beauty0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Laura Mercier0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about setting spray brands

4 answers

Asked ChatGPT
“Which setting spray should I buy?”
Asked ChatGPT
“What are the best makeup setting sprays?”
Asked ChatGPT
“What's the best setting spray for oily skin?”
1. 1ONE/SIZE
2. 2Urban Decay
3. 3Milani
Searched Google, AI Overview
“setting spray”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best setting spray”

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 25, 2026.

Which setting spray brands do people search for most?

This chart shows how often people search Google for each setting spray brand by name. Each line represents a brand's share of searches for all ten setting spray brands we track, month by month, from English-language searches worldwide.

Share of searches among setting spray brands worldwide, by month

Month	Charlotte Tilbury	ONE/SIZE	Urban Decay	e.l.f. Cosmetics	Milani	MAC	Morphe	NYX Professional Makeup	Huda Beauty	Laura Mercier
Nov 2025	36.7%	19.4%	13.3%	7.1%	5.8%	7%	3.9%	3.9%	1.7%	1.2%
Dec 2025	37.8%	19.9%	11.2%	7.3%	6%	5.7%	4.9%	4%	1.8%	1.5%
Jan 2026	30.9%	24%	11.1%	7.2%	7.2%	6.8%	4.8%	4.8%	1.8%	1.2%
Feb 2026	28.9%	22.7%	12.7%	8.3%	6.8%	6.7%	6.8%	4.5%	1.7%	0.9%
Mar 2026	30.9%	19.7%	13.5%	8.8%	7.2%	6.8%	5.9%	4.8%	1.4%	0.79%
Apr 2026	28.9%	22.5%	12.6%	8.3%	8.3%	6.7%	5.5%	4.5%	2%	0.59%
May 2026	27.7%	26.4%	12.1%	7.9%	6.5%	6.4%	5.3%	5.3%	1.9%	0.57%
Jun 2026	28.2%	26.9%	12.3%	8.1%	6.6%	5.9%	5.4%	4.4%	1.6%	0.58%
Jul 2026	26.3%	30.9%	9.5%	7.6%	7.6%	5.5%	5.1%	5.1%	1.9%	0.54%
Aug 2026	25.8%	30.3%	9.3%	9.1%	7.4%	5.7%	5%	5%	1.8%	0.66%
Sep 2026	28.2%	27.1%	10.1%	8.1%	8.1%	5.9%	5.4%	4.5%	1.6%	0.72%
Oct 2026	27.8%	26.7%	10%	9.8%	8%	5.8%	5.4%	4.4%	1.6%	0.58%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Charlotte Tilbury	27.8%	172K	+22.2%	-0.5 points
2, held 2nd	ONE/SIZE	26.7%	165K	+22.2%	-0.4 points
3, held 3rd	Urban Decay	10%	61.5K	+22.1%	-0.2 points
4, held 4th	e.l.f. Cosmetics	9.8%	60.5K	+49.4%	+1.6 points
5, held 5th	Milani	8%	49.5K	+22.2%	-0.1 points
6, held 6th	MAC	5.8%	36.1K	+22.4%	-0.1 points
7, held 7th	Morphe	5.4%	33.1K	+22.1%	-0.1 points
8, held 8th	NYX Professional Makeup	4.4%	27.1K	+22.1%	-0.1 points
9, held 9th	Huda Beauty	1.6%	9.9K	+22.2%	0 points
10, held 10th	Laura Mercier	0.58%	3.6K	0%	-0.1 points

1.Charlotte Tilbury
27.8%
Held 1st. 172K estimated branded searches, +22.2% vs prior month. Share -0.5 points.
2.ONE/SIZE
26.7%
Held 2nd. 165K estimated branded searches, +22.2% vs prior month. Share -0.4 points.
3.Urban Decay
10%
Held 3rd. 61.5K estimated branded searches, +22.1% vs prior month. Share -0.2 points.
4.e.l.f. Cosmetics
9.8%
Held 4th. 60.5K estimated branded searches, +49.4% vs prior month. Share +1.6 points.
5.Milani
8%
Held 5th. 49.5K estimated branded searches, +22.2% vs prior month. Share -0.1 points.
6.MAC
5.8%
Held 6th. 36.1K estimated branded searches, +22.4% vs prior month. Share -0.1 points.
7.Morphe
5.4%
Held 7th. 33.1K estimated branded searches, +22.1% vs prior month. Share -0.1 points.
8.NYX Professional Makeup
4.4%
Held 8th. 27.1K estimated branded searches, +22.1% vs prior month. Share -0.1 points.
9.Huda Beauty
1.6%
Held 9th. 9.9K estimated branded searches, +22.2% vs prior month. Share 0 points.
10.Laura Mercier
0.58%
Held 10th. 3.6K estimated branded searches, 0% vs prior month. Share -0.1 points.

Charlotte Tilbury, Urban Decay and 6 other brands sell other things too, so only their searches that name this product count here, like “charlotte tilbury fixing spray”.

Which brand is most popular in search among setting spray brands worldwide?

10 brands

In October 2026, Charlotte Tilbury was the most searched among setting spray brands worldwide, with an estimated 172K branded searches, 27.8% of all searches for the ten tracked by the Brandwave Brand Demand Index. ONE/SIZE is in 2nd place, 1.1 percentage points behind at 26.7%.

Global setting spray brands, last 12 months ending October 2026
Brand	Share of searches	Peak	Low	Rank
Charlotte Tilbury	36.7% → 27.8%	37.8%Dec 2025	25.8%Aug 2026	1st
ONE/SIZE	19.4% → 26.7%	30.9%Jul 2026	19.4%Nov 2025	2nd
Urban Decay	13.3% → 10%	13.5%Mar 2026	9.3%Aug 2026	3rd
e.l.f. Cosmetics	7.1% → 9.8%	9.8%Oct 2026	7.1%Nov 2025	4th
Milani	5.8% → 8%	8.3%Apr 2026	5.8%Nov 2025	6th → 5th
MAC	7% → 5.8%	7%Nov 2025	5.5%Jul 2026	5th → 6th
Morphe	3.9% → 5.4%	6.8%Feb 2026	3.9%Nov 2025	7th
NYX Professional Makeup	3.9% → 4.4%	5.3%May 2026	3.9%Nov 2025	8th
Huda Beauty	1.7% → 1.6%	2%Apr 2026	1.4%Mar 2026	9th
Laura Mercier	1.2% → 0.58%	1.5%Dec 2025	0.54%Jul 2026	10th

Each finding as a sentence

Across the 12 months ending October 2026, Charlotte Tilbury’s share of searches among setting spray brands worldwide decreased from 36.7% to 27.8%.
Across the 12 months ending October 2026, ONE/SIZE’s share of searches among setting spray brands worldwide increased from 19.4% to 26.7%.
Across the 12 months ending October 2026, Urban Decay’s share of searches among setting spray brands worldwide decreased from 13.3% to 10%.
Across the 12 months ending October 2026, e.l.f. Cosmetics’ share of searches among setting spray brands worldwide increased from 7.1% to 9.8%.
Across the 12 months ending October 2026, Milani’s share of searches among setting spray brands worldwide increased from 5.8% to 8%.
Across the 12 months ending October 2026, MAC’s share of searches among setting spray brands worldwide decreased from 7% to 5.8%.
Across the 12 months ending October 2026, Morphe’s share of searches among setting spray brands worldwide increased from 3.9% to 5.4%.
Across the 12 months ending October 2026, Laura Mercier’s share of searches among setting spray brands worldwide decreased from 1.2% to 0.58%.
Across the 12 months ending October 2026, Charlotte Tilbury’s share of searches among setting spray brands worldwide peaked at 37.8% in December 2025 and was lowest at 25.8% in August 2026.
Across the 12 months ending October 2026, ONE/SIZE’s share of searches among setting spray brands worldwide peaked at 30.9% in July 2026 and was lowest at 19.4% in November 2025.
Across the 12 months ending October 2026, Urban Decay’s share of searches among setting spray brands worldwide peaked at 13.5% in March 2026 and was lowest at 9.3% in August 2026.
Across the 12 months ending October 2026, Milani’s share of searches among setting spray brands worldwide peaked at 8.3% in April 2026 and was lowest at 5.8% in November 2025.
Across the 12 months ending October 2026, MAC’s share of searches among setting spray brands worldwide peaked at 7% in November 2025 and was lowest at 5.5% in July 2026.
Across the 12 months ending October 2026, Morphe’s share of searches among setting spray brands worldwide peaked at 6.8% in February 2026 and was lowest at 3.9% in November 2025.
Across the 12 months ending October 2026, NYX Professional Makeup’s share of searches among setting spray brands worldwide peaked at 5.3% in May 2026 and was lowest at 3.9% in November 2025.
Across the 12 months ending October 2026, Milani rose from 6th to 5th among setting spray brands worldwide.
Across the 12 months ending October 2026, MAC fell from 5th to 6th among setting spray brands worldwide.
Across the 12 months ending October 2026, NYX Professional Makeup and Huda Beauty held steady: their share of searches among setting spray brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for setting spray brands worldwide in October 2026?

8 changes

In October 2026, e.l.f. Cosmetics gained share of searches among setting spray brands worldwide, from 8.1% to 9.8%.
ONE/SIZE’s share of searches among setting spray brands worldwide has lost ground for 3 months in a row, from 30.9% to 26.7% in October 2026.
NYX Professional Makeup’s share of searches among setting spray brands worldwide has lost ground for 3 months in a row, from 5.1% to 4.4% in October 2026.
Estimated monthly branded searches for Milani worldwide rose 22.2% over 12 measured months, from 40.5K to 49.5K in October 2026.
Estimated monthly branded searches for Morphe worldwide rose 22.1% over 12 measured months, from 27.1K to 33.1K in October 2026.
Estimated monthly branded searches for Laura Mercier worldwide fell 55.6% over 12 measured months, from 8.1K to 3.6K in October 2026.
Estimated monthly branded searches for Urban Decay worldwide fell 33.8% over 12 measured months, from 92.9K to 61.5K in October 2026.
Estimated monthly branded searches for Charlotte Tilbury worldwide fell 32.9% over 12 measured months, from 256K to 172K in October 2026.

How are branded searches counted for setting spray brands?

14 search terms

Each brand's share of searches among setting spray brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.